Boomers Are Dying And Wine Is Booming Again

Despite all the talk about the demise of wine, wine is finally booming again. What's the reason? Forget Orange wine, biodynamic farming, or non-alcoholic styles —the real catalyst is a demographic shift of a different kind--mortality. For years, the boomer generation meticulously cellared their prized bottles, from the Caymus Napa Valley Cabernet Sauvignon they saved for a special occasion, to the Rombauer Chardonnay they bought in bulk because they heard it was 'buttery.' Now, with the silent, respectful passing of that generation, their children are finally getting to drink the wine.

The story goes something like this: a child, now a middle-aged adult, moves back home to handle affairs, if they are not already living at home because no one can afford a home anymore. Amidst the dusty tax returns and porcelain figurines, they discover a forgotten cellar. Out of a mix of grief, curiosity, and a desperate need for a drink, they pull out a bottle. The first sip of that Caymus isn't just wine; it's a taste of freedom. It’s the rich, powerful flavor of a life finally lived on one's own terms, with no one there to tell them to 'stop drinking all my good wine.'

The phenomenon is so widespread that wine prices for certain producers have seen a steep spike. The Rombauer Chardonnay, once the butt of 'cougar juice' jokes, is now a symbol of bittersweet liberation. The children, who once scoffed at their parents' tastes, are finding out that, without the parents, the wine is actually quite delicious. The butteriness is no longer a sign of an unsophisticated palate; it's a creamy, comforting blanket against the cold, hard reality of now being in charge.

The industry, of course, is tight-lipped about the true source of its newfound prosperity. They’re happy to attribute it to 'new consumer trends' and a 'deepened appreciation for classic vintages.' But we know the truth--with death comes birth.